Balansen mellan standardisering och anpassning i internationell marknadsföring : En studie om internationaliseringsprocesser och kulturella faktorers påverkan inom möbelindustrin i en komparativ studie omfattade fyra länder

This study explores how companies operating internationally try to find a balance between maintaining a unified marketing strategy across countries and adapting to different cultures. The focus is on large furniture companies and how their marketing is influenced by both cultural differences and the process of expanding beyond their home markets. Since values, norms, and consumer behaviors vary between countries, companies face strategic decisions about what should remain standardized and what needs to be adapted locally. The study is based on a comparison of four markets: Sweden, the United Kingdom, France, and the United States. To understand these decisions, four theoretical frameworks are applied: the Uppsala model, the OLI paradigm, Hofstede’s cultural dimensions, and institutional theory. The empirical data is based on twelve semi-structured interviews with marketing professionals in the furniture sector. Findings reveal that companies often combine standardization and adaptation rather than exclusively choosing one strategy. A global brand identity is essential for recognition. However local adjustments are necessary to ensure cultural relevance and legitimacy. Companies with strong internal resources tend to favor standardization, but adaptation becomes crucial when cultural differences intensify. Internationalization typically occurs gradually with experiences from neighboring markets serving as a foundation for expansion into more distant regions. Local teams are pivotal in achieving effective marketing as they possess insights into consumer preferences and cultural nuances. Long-term success is achieved by integrating global structures with local flexibility and fostering an organizational culture that values learning and adaptation.